The Professional Squash Association (PSA) is pleased to announce the renewal of its broadcast deal with Astro Malaysia Holdings Berhad (Astro) as the Official Malaysian Broadcast Partner of the PSA World Tour until 2021.
Astro is a Malaysian and ASEAN consumer-first company in the Digital, TV, Radio and eCommerce space, serving 21 million individuals in over 5 million homes, with the renewal between Astro and the PSA reached in conjunction with Broadreach Media.
The PSA have also renewed broadcast deals with MNC Sports in Indonesia and Sony Ten in the Indian sub-continent as the global reach of the PSA World Tour continues to grow, with an extensive list of Asia-Pacific broadcast partners also including DAZN (Japan), Fox Sports Australia, Sky New Zealand, PCCW / Now TV (Hong Kong), Truevisions (Thailand) and Eleven Sports (Singapore & Taiwan).
“We have enjoyed working with Astro over the past seven years and are delighted to renew our partnership with them to ensure that squash retains a strong presence across Malaysia over the coming years and Astro’s coverage will continue to broadcast the best action from the PSA World Tour to millions of people across the country.” said PSA Chief Executive Alex Gough.
“Malaysia has a thriving squash scene and boasts one of the sport’s greatest ever players, [eight-time World Champion] Nicol David, while up-and-coming players such as 2016 Men's World Junior Champion Eain Yow Ng and Sivasangari Subramaniam, who helped Malaysia to second place in the Women's World Junior Team Championships earlier this year, look set to be at the forefront of a new generation of Malaysian talent coming through the ranks.”
Astro’s Vice President of Sports Business, Lee Choong Khay, said: “With the renewal of our long-term broadcast partnership with the PSA, squash fans in Malaysia can look forward to extensive coverage of the sport at the highest quality on TV and on mobile devices via Astro Go.
“Malaysia has a fantastic history in squash and we are thrilled to broadcast the country's top squash players from the sport's biggest tournaments. We are confident that the new generation of Malaysian squash players will make a great impact over the coming years as the sport strives for future Olympic recognition.”
About Astro Malaysia Holdings Bhd
Astro Malaysia Holdings Berhad (Astro) is a Malaysian and ASEAN consumer-first company in the Digital, TV, Radio and eCommerce space.
It is Malaysia’s No. 1 online media company with 6.7 million unique visitors per month across the digital platforms of its entertainment and lifestyle brands. The company serves 21 million individuals in 5.3 million households, or 72% of Malaysian households, who are able to watch Astro content on all screens and on demand, be it TV, laptop, tablet and phone.
NJOI, the company’s subscription-free TV service, offers all Malaysians free access to 28 TV and 20 radio channels on TV and mobile devices. With its subscription-free model, NJOI has been well-received and will continue to drive the company’s market reach.
Astro Radio includes Malaysia’s highest rated stations across key languages and there are available on both terrestrial and digital channels, reaching 16 million weekly listeners.
Astro holds the distinction of the ‘Gold’ award in the Media and Entertainment category at the Putra Brand Awards for 7 consecutive years from 2010 to 2016, including the ‘Brand of the Year’ award in 2012, the ‘Brand Icon’ award in 2013 and the ‘Malaysian Marketer of the Year’ award in 2016. Astro Kasih is the company’s CSR arm, whose award winning programmes have been recognised for its innovation and life-changing impact on the community it aspires to serve.